Public Relations Campaign
Carol Baker
Integrated Waste Management Board
[email protected]
1001 I Street, Contracts Unit, MS-07
Sacramento
95812
The public relations services requested will include services for the CIWMBs
Waste Tire Management and Electronic Waste Programs. The objective of the
Scope of Work for each program is as follows:
Waste Tire Program
Develop and implement a public awareness campaign that will educate the citizens
of California about purchasing longer-lived tires and properly maintaining their tires
to save money, to be safe, and to reduce fuel consumption and promote the
purchase of tire-derived products and other recycled-content products.
Contractor will develop a public awareness campaign using community based
social marketing techniques. The campaign will include using local tire retailers,
non-English media outlets, and other forms of public outreach. Messages would
be tailored according to the specific target audiences in each community, including
appropriate languages.
The Contractor will be responsible for development of a targeted tire retailer
outreach campaign that ensures consistent messaging to customers at the point of
sale, and a media campaign to educate the public in specified individual languages
on key issues: proper tire maintenance and purchasing longer-lived tires. The
Contractor will also develop and manage a partners program with local leaders in
the target audience. The Contractor will work with non-English media on value
added events, participate in cultural activities, and use non-English media as
distribution channels into targeted communities. The Contractor, through the
CIWMB Contract Manager, will work in conjunction with CIWMB Office of Public
Affairs to announce successful local projects in appropriate local languages. The
CIWMB will delegate approval of all creative work in this campaign to the
management and staff of the Office of Public Affairs and the Tire Management
Program to ensure consistent messaging.
